This is an old adage In the sales industry. But, there are several more words to add: People Buy From People They Trust. People buy from people who understand their industry.

How do you as the top executive and the leader of your company project this, and how do your sales reps gain trust from clients, new or old?

The goal is: You want to click with, keep customers and get new ones to insure new revenue growth.

Trust and company image is very important. Once there is a product failure or bad transaction, it’s hard to rebuild that trust.

Sales is the front line of your business. It’s time to look at your team, decide where they are struggling and figure out how to be a stronger leader.

The fourth quarter staring at you. Will you make your sales forecast? Do you have new competitors? Is your pricing right? Are your solutions old school, and what about new technology that may attract your customers? Do your customer contacts, buyers, leaders of companies trust you to give them good advice, listen to their challenges, ask about their new product launches? Do you sell the raw materials, fittings, valves, legal or CPA services, etc. that can give them the support they need?

I attended a national sales conference, and all of our regional leaders were giving presentations. One regional guy stood up and said “People buy from people” and sat down. We were numb with these words and laughed but that statement is true with the words they trust.

Stay in touch with your customers, new business targets. Buyers, engineers, business executives appreciate your communication efforts. Always offer some new information that may help them and ask for the appointment. “How about next Wednesday at 2 p.m. I have a half hour open.”

Remember, people buy from people they trust.